There’s a concept that I have never talked about with this group, either in my YouTube channel or on my Facebook group or anywhere else. That concept is the fear of loss.
Fear Of Loss, The Most Powerful Motivator
Now, what do I mean by that? Let’s say you’re trying to get somebody to hire you and you’re thinking, “Okay, what am I going to say?” or “What kind of motivating factors are going to get somebody to make a decision today?”
The single greatest motivator for people is the fear of loss, i.e., avoiding loss. In fact, fear of loss outweighs the desire to gain things.
How To Use This To Getting Clients
If you’re a DUI attorney, people are probably afraid of losing their job, losing their license, losing their freedom, or losing their reputation. All these are different things that they’re afraid of.
If you can talk about how you’re going to prevent them from losing their job, losing their reputation, losing their freedom, and losing their driver’s license, you’ll have a much better chance of getting them to hire you.
What About For Other Practice Areas?
If you’re a family law attorney, instead of talking about how much child support you’re going to get them, talk about how you’re going to avoid having them lose time with their kids.
If you’re a bankruptcy attorney, talk about how you’re going to help them avoid losing their house.
If you’re an estate planning attorney, talk about how you’re going to help them avoid losing 35% or 45% of the entire estate to estate taxes when someone passes away.
If you can focus on how you’re going to help people avoid losing things, the things that are most important to them, you’re going to get a lot more people to sign up with you.
Always keep this in mind with your marketing and when you’re doing consultations: Fear of loss always outweighs the desire for gain.